It is likely that your brand already has a segment of influencer relationships achieving advocacy levels, known as Influential Advocates. Our approach evaluates, segments, and prioritizes current influencer lists based first on category and audience relevance, then overall reach, and finally, by their ability to spur action from their audience, or resonance.  Ciceron believes that the best influencers start out with the best of intentions. Our goal is to activate both current and potential influencers early and often. Beyond activation, Ciceron develops engagement plans designed to build and sustain an ongoing relationship that quickly progresses into measurable actions on behalf of a brand.

1. Influencer Marketing

2. Ciceron is one the oldest, privately-held digital agencies in the country, having been
in business since 1995. Our longevity is a testament to our ability to deliver results for
our clients through tumultuous change. Ciceron has remained consistent in producing
measurable, sustainable, and extraordinary value for our clients.
Turn Influencers into Advocates
We believe that people who love your brand will introduce you to your new
customers.
Ciceron approaches influencer relationship management as a core component of a
brand's journey towards developing long-term advocates. Influencers become
advocates for a brand only after they have established a relationship based on mutual
trust, respect, and a fair exchange of value.
“Because
of
their
work
on
our
in2luencer
program,
which
Ciceron
developed
from
scratch,
we
created
some
memorable
campaigns
that
not
only
grew
our
social
communities,
conversations
and
engagement
but
our
bottom
line
as
well.”
Sean
Cuthbertson
Online
Marketing
Manager
MLT
Vacations
Sole property of Ciceron, Inc.
Corporate Overview
65%
of
brands
participate
in
in2luencer
marketing.
The
true
value
comes
in
turning
the
in2luencers
into
advocates.
Source: Technorati Media 2013 Digital Influence Report

3. Advocacy: We connect you with your
brand advocates, create programs and
experiences to energize those advocates
and convert advocate actions into insights,
understanding, and most importantly,
business results.
Digital Ecosystem
Content may not be altered or reproduced without
proper attribution to Ciceron.
Brand
Content
Conversation
Consumer
Insights
Business
Objectives
ExperiencesAdvocacy
Strategy
website
email architecture
branded communities
mobile
SEO / SEM
media
community management
influencer relationships
campaign integration
recognition program
reviews and stories
staff training
competitive positioning
industry positioning
target audiences
audience touchpoints
internal capabilities
key performance indicators
analytics
opt
im
ization
insight
s
analytics
opt
im
ization
insight
s
Ciceron Digital Ecosystem
STRATEGY THAT INFORMS. EXPERIENCES THAT DELIVER. ADVOCACY THAT SCALES.
Strategy: We identify the opportunities
that arise at the intersection of your
business goals, your audience needs
and your ability to meet those needs.
Experiences: We ensure your existing
digital marketing programs are fully
optimized, uncover opportunities to add
value to your current experience, and set
you on a course to achieve advocacy.

4. Influence is more than just a number.
It is likely that your brand already has a segment of influencer relationships achieving
advocacy levels, known as Influential Advocates. Our approach evaluates, segments,
and prioritizes current influencer lists based first on category and audience relevance,
then overall reach, and finally, by their ability to spur action from their audience,
or resonance.
Intent does not equal action.
Ciceron believes that the best influencers start out with the best of intentions. Our goal
is to activate both current and potential influencers early and often. Beyond activation,
Ciceron develops engagement plans designed to build and sustain an ongoing
relationship that quickly progresses into measurable actions on behalf of a brand.
Relationships are built on trust and a fair value exchange.
Engaging with influencers solely on a brand's terms will stall the journey from an
influencer to an Influential Advocate. Recognizing influencer efforts and integrating
them into your business builds trust and reinforces the mutual relationship you are
building.
Relationships are based on the overall brand experience.
Progression from an occasional influencer to an Influential Advocate does not happen
by chance. It is the result of integrated efforts across all channels. The journey from daily
interactions from the brand team on social channels, to in-store marketing efforts, to the
personal experience and connection they have with your brand, will ultimately determine
the overall value and ROI an Influential Advocate can have on your business.
The Journey from Influencer to Advocate

5. The Ciceron Approach
EFFORT
20% You
80% Ciceron
30% You
70% Ciceron
30% You
70% Ciceron
40% You
60% Ciceron
• Identify target customers and their factors of influence
• Identify influential conversations and communities where your target
customers reside
• Map influencer persona(s) to target customer needs
• Map desired influencer actions to business goals
Identify
• Identify and recruit influencers that fit the persona(s)
• Create experiences to activate and energize influencers
• Build relationships with influencers by offering something of value
Activate
• Encourage and enable easy sharing of brand messages to
influencers’ network of fans and followers
• Integrate influencers into your business
Scale
• Convert influencer actions into meaningful and actionable insights
• Leverage insights to identify additional relevant influencers and
provide guidance on future initiatives
Optimize

6. Source: Technorati Media 2013 Digital Influence Report
20%
27%
27%
28%
31%
31%
34%
56%
Google+
LinkedIn
YouTube
Forums
Facebook
BLOGS
Brand Sites
Retail Sites
Influencers Rally & Inspire Readers
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
Blogs
tie
with
Facebook
as
the
#1
social
resource
most
likely
to
in2luence
a
purchase

7. Source: Technorati Media 2013 Digital Influence Report
20%
22%
24%
33%
38%
38%
50%
68%
Lack of standards in contracts, requirements, etc.
Number of inbound requests from brands
Brands not coming through with negotiated payments/products
Miscommunications or excessive back and forth with the brand rep
Negotiating rates
Brands not listening to your ideas about content that works for your
audience
Number of irrelevant incoming pitches
Expectations by brands that my time is free
It
is
our
focus
on
identifying,
segmenting,
and
developing
meaningful
relationships
with
in2luencers
that
progress
along
a
relationship
continuum,
ultimately
resulting
in
advocacy
for
your
brand.
Build a Meaningful Relationship
INFLUENCER’S PAIN POINT WHEN WORKING WITH BRANDS

8. ü Identify and introduce new customers
ü Share brand content
ü Scale brand campaigns and promotions
ü Create original content (videos, photos, etc.)
ü Interact/respond to prospective customer questions
ü Share their experiences through stories
ü Make referrals and recommendations
ü Share ratings and reviews
ü Create testimonials
ü Assist in product development
Consumer
trust
is
58%
higher
for
experts
and
peers
when
forming
opinions
about
brands
What Can Influencers Do For You?
Source: 2013 Edelman Trust Barometer

9. Sample Work: Feeding America
INFLUENCERS “DONATE” THEIR VOICE TO SUPPORT THE HUNGER ISSUE
Ciceron developed a series of mini-
campaigns to generate awareness of
the hunger issue and encouraged
influencers to “donate your voice.”
Influencers had access to social
content, videos, images and statistics
that they were asks to share with their
network of family, friends and social
connections.
Inspired influencers…
• Drove 5.3MM impressions
• Contributed to providing 120,000
meals to those in need
• Inspired nearly 60,000 views of
their PSA video

10. Sample Work: Delta Vacations
INFLUENCERS PROVIDE ADDITIONAL EXPOSURE TO SOCIAL CAMPAIGN LAUNCHES
Ciceron identified key influencers
within the travel, wedding and deal
seeking communities to support and
promote the Winter Sale and Social Fan
Acquisition campaigns.
Activated and engaged influencers
helped deliver over 250,000
impression during the first week alone.
Influencers continued their support
throughout the campaigns by assisting
in the growth of Delta Vacation’s fan
base by 6,000 and boosting the
average Facebook revenue by 45%.

11. Sample Work: Radisson Blu Aqua
INFLUENCERS CONTRIBUTE TO A SUCCESSFUL OPENING EVENT
Ciceron created and executed a launch
event that focused on targeting the
right influencers to ensure the event
was a success.
Local VIP event influencers drove
260,000 impressions in two days
Influencer activation and engagement
helped to drive 20MM impression over
a 2-month period
Activated influencers continue to
engage through social conversations
and content, driving reach and
impressions for the brand

12. Ciceron Influencer Marketing Services Include:
ü Influencer Engagement Strategy
ü Influencer Relationship Management
ü Referral & Loyalty Programs
ü Rewards & Recognition Programs
ü Reputation Management Services
ü Staff Training, Policies & Corporate Integration
ü Day-to-Day Management, Execution, Measurement, Insights
& Program Optimization
ü Advocacy Strategy
ü Advocate Identification & Personas
ü Advocacy & Brand Ambassador Programs
Contact Us Today
info@ciceron.com
612.204.1919
Turn Influencers into Advocates